Police Scotland have launched a new campaign. I don't have much hope for it if this is the standard of advice:
Many accidents happen to cyclists because car drivers cannot see them until it is too late to stop.
http://www.scotland.police.uk/keep-safe/road-safety/adult-cyclists
Similar stuff for children crossing the road.
Looks like the focus is going to be entirely on those most likely to be injured, rather than drivers changing behaviour.
Apparently "keep your eyes open, slow down and put your phone away" is too much to ask.
Sigh.